What is your business mantra?

Filed in archive Bootstrapper Tips on March 18, 2007

While on the subject of a new approach to business planning started as a continuation of some thoughts posted by entrepreneur Pelle Braendgaard, one possibility is raised again by Guy Kawasaki in The Art of The Start.

Clearly, debate over the usefulness of the traditional business plan model is far from over. (See the comments by Will Kamishlian with my response at the bottom of this post.)

But an interesting substitute is suggested by Kawasaki in the form of the mantra over mission statement.

Kawasaki explains:

...Don't confuse mantras and taglines. A mantra is for your employees; it's a guideline for what they do in their jobs.

Kawasaki also suggests that mantras must be short and sweet and might not even be written down and if they need to be enforced, you've probably got the wrong mantra.

He even gives some great examples of his own invention for existing organizations:

1. Southwest Airlines, Better than driving
2. Coca-Cola, Refreshing the world
3. Wendy's, Healthy fast food
4. Red Cross, Stop suffering
5. United State Air Force, Kick butt in air and space
6. March of Dimes, Save babies

Having experienced the excruciating exercise of helping to develop a business plan at the corporate level, I can heartily agree that shorter is better when it comes to describing what your company is about.

My current full-time employer's mission statement, the product of a day long corporate retreat, now hangs prominently behind some other equally useless documents on a bulletin board near the back of my office mercifully obscured.

But consider the possibility of a mantra not only as a replacement for a mission statement, but as a replacement for a small start-up's business plan as well-a starting point giving clear direction that can be built upon with time.

As an exercise, come up with a handful of mantras, either for your own business or an existing company that would adequately explain to all involved what that company does and how.

Post it on your own blog or website with a link to this post and I'll provide a link back in a future post with a list of the suggestions. Provide a lengthier explanation or link to the business being described if necessary. Then keep reading for more on business plan alternatives in the next post.